Chishui River Wine Brand Positioning Strategy

There are a host of brands in Chinese wine markets. However, due to unsuccessful brand-positioning decision, many companies have poured millions of dollars into on-line advertising with no significant effect on brand awareness. Clearly, accordant brand positioning can be more important than the number of dollars. From the observation of many brands, properly positioning is more important than financial ability. In order to prove it, this thesis compares wine JINLIUFU's successful brand positioning with CHISHUIHE 's to demonstrate CHISHUIHE's misplays. In the concrete, these misplays are: first, improper brand positioning point. CHISHUIHE stresses that it produced from town MAOTAI but does not conform to wine MAOTAI's fragrant, so it can't form good brand positioning point in consumer's mind. Second, blurred target consumer. When positioning CHISHUIHE ignored the fact that it is a smaller company that compared with MAOTAI, and also ignored a similar positioning brand's existence: XIAOHUTUXIAN. Third, product does not have a real strong point. CHISHUIHE's taste is not as good as JINLIUFU, it has reversed position high, medium, and low level wine's degree in the value, and the package is not eye catching. Fourth, lack unique competitive advantages. CHISHUIHE's ads doesn't match its positioning, and marketing operations were confusing. Fifth, the words of its ads are concise but are not clear. So, how to solve these problems has become a crucial thing. The thesis gives corresponding strategies: It mainly about to implement the price positioned facing reality. CHISHUIHE has three ways now available in choosing price positioning: (1)choose high level brand way. What CHISHUIHE faces directly is the competition from MAOTAI, weigh its strength, choose high level brand way is not practical. (2)choose medium level brand way. Now XIAOHUTUXIAN has already existed, CHISHUIHE has to choose brands differentiation, but need more money to put in. (3)choose low level brand way. At present, there lack monopoly between medium and low level brands market, and form a niche, if CHISHUIHE can make up this niche, it will take the advantage of first mover, in addition, positioning between medium and low level brand, there won't be the phenomena that ads didn't match positioning. Therefore, the author suggest to choose medium and low level brand way. however, because the medium and low products' profit is thin, it should consider to cut the cost of package and distribute channels to maximum its profit.